The event industry is one of the industries that has been hit hardest by COVID-19. When looking at the international trade shows for example, since the pandemic, their turnover has been zero, all looking forward to the solution that may allow physical exhibitions to take off again, namely a vaccine. We had a talk with Dick van Raamsdonk of HPP exhibitions, who has been organizing horticultural trade fairs all over the world for 35 years now. Apart from the year after the 9/11 attacks in 2001, they haven’t had such a huge financial setback as they are dealing with this year. However, over the last months, they haven’t sat still and just finalized their 2021 exhibition calendar. “We are ready to kick off again as soon as a vaccine is available on the market.”